The Self-Sealing Trap of Fitness Industry Perception

There’s a massive number of people who are committed to never working out at DEUCE Gym. Is it 5,000 people? 10,000? I don’t know the actual number of people who think we’re something we’re not, but there are 40,000 residents in Venice and another 45,000 in Mar Vista and 91,000 in Santa Monica. Anecdotally, I find that few people don’t know DEUCE exists. (Lincoln Blvd. is an unavoidable traffic thoroughfare for so many Angelenos, after all.)

Fear and frustration run rampant in the fitness marketplace.

Unknowing fitness consumers are fearful about barbells, heavy weights, and the looming reputation of CrossFit Inc.. And, this has led to confident commitments from passersby to never training here or any place like it. What a tragedy! 

After all, the positive intent of avoiding injury and avoiding inappropriate workouts has backfired. This ultimately prevents so many people who can’t figure out their own health and wellness from benefiting from classic strength and conditioning. Instead, “safer” options that don’t have a plan for progression or movement quality are somehow options. 

Ultimately, consumers get the benefit of the ineffective “devil they know” in exchange for avoiding legitimate strength training. The result is we have an trap where men and women can’t get better. 

We dream of a world where novice men and women could drive by a facility where men and women of all ages are front squatting barbells and the first association is powerfully positive.

Until then… we’ll help the willing few.